MIA #01: Positioning Case Study with MIA Newsletter (+ Template)
How to define and communicate the unique value and benefits of your offering in a way that resonates with your target audience. Positioning Case study and template with the MIA Newsletter.
Thanks for reading Marketing In Action—a blend of marketing templates, courses, products, marketing job openings, and other resources. Share it with your network! ~James
This is the first edition of MIA (Marketing In Action), and I thought it would be interesting to use this newsletter as a case study on positioning.
I am also giving out the Google doc that I used to define the positioning for the MIA Newsletter.
By positioning here, I mean how I intend to communicate the value and benefits of the newsletter to you in a way that makes sense.
Who Is The Audience?
I needed to pinpoint who I was writing this newsletter for so I used a modified version of the Job Story Framework:
As a (persona), at a (company type), when I (situation), I want to (motivation), so that I can (outcome).
As a (persona), (e.g., Experienced Marketing Professional at a B2B SaaS Startup)
when I (situation), (e.g., Not generating qualified leads)
I want to (motivation), (e.g., find practical Demand Gen, Lead Gen, and ABM strategies, resources, and frameworks)
so that I can (outcome), (e.g., succeed in B2B startup marketing).
With this, I was able to define the audience segments for the newsletter:
Experienced Marketing Professionals in B2B SaaS Startups.
Entry-level Marketers in B2B SaaS Startups.
Founders in B2B SaaS Startups.
Founders & Marketers in B2C SaaS Startups, B2B Service/Consulting Companies, VC Firms, and Marketing Agencies.
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The next step was to figure out the value proposition for these audiences.
What Is The Value Proposition?
The value proposition is the primary reason why you should care about the MIA Newsletter.
What I needed to articulate here was how I was going to help you, my audience, to accomplish your desired outcome in your various situations.
For Experienced Marketing Professionals in B2B SaaS Startups, this could mean providing practical strategies, resources, templates, and frameworks to help you succeed in B2B startup marketing.
For Founders in SaaS Startups, this could mean providing marketing examples, use cases, and insights to drive bottom-line revenue growth.
For Entry-level Marketers, this could mean providing a community of role models to fast-track your career in startup marketing.
A Name For The Newsletter
How do I distill all of this into a publication name and description that makes sense to all the audiences here?
I infused these key copywriting elements into my copy:
Highlighting Value—actionable marketing examples, templates, and frameworks.
Credibility of information—Growth & Product Marketing leaders.
Target Market—B2B and B2C Startups in the US and EMEA.
Social Proof—Trusted by 1,000+ marketers and founders.
This is what the description of the newsletter reads:
marketing examples, templates, and frameworks from Growth & Product Marketing leaders in B2B and B2C Startups in the US and EMEA. Trusted by 1,000+ marketers and founders.
I had several ideas about the publication name but eventually stuck with Marketing In Action "MIA" because it is concise and memorable. It also conveniently followed the main value proposition of the newsletter—going beyond marketing theories and putting it into action.
Fun Fact: I am writing this newsletter for myself, so it is relatively easy to put myself in my shoes and create valuable content and resources for a community of marketers and founders that I always interact with.
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TL: DR
Get a PDF summary of this article here.
Define your ideal audience using the Job Story Framework to understand their needs and goals.
Clearly articulate the benefits your product or service offers to address your audience's pain points and desired outcomes.
Tailor your content to resonate with different audience segments.
Craft compelling descriptions that highlight value, credibility, target market, and social proof.
Choose a brand name that is concise, memorable, and reflects your core value proposition.
Align your content with the needs of your target audience.
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You might find these interesting:
Branding for Builders — How Netflix defined a brand that helped it to build a great product, and vice-versa.
Creating Buyer Personas, Job Stories & Hero Statements — How to Understand your customers (and prospective customers) better.
Jobs To Be Done — A lens through which you can observe markets, customers, needs, competitors, and customer segments differently.
Hiring within our network:
Product Marketing Manager at Smile ID.
Founding Growth Hacker at GitStart
Developer Marketing Manager at Optimism Unlimited
Chief Marketing Officer at Newcore
Senior Growth Marketing Manager - Paid Media Focus at EarlyNode
Head of Product Marketing at MatterLabs
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If you want to collaborate or feature your product in this newsletter, shoot me an email.
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